Learning Objectives Understand risk communication basics Understand how
Learning Objectives § Understand risk communication basics. § Understand how to use risk communication planning best practices to provide a robust framework for communication development and implementation. § Understand practice PFAS communication messaging. 1
Risk Communication Definition The process of informing people about potential hazards to their person, property, or community. Scholars define risk communication as a sciencebased approach for communicating effectively in situations of high stress, high concern or controversy. https: //www. epa. gov/risk-communication NJDEP 1991. “Improving Dialogues with Communities: A Risk communication Manual for Government. ” by B. J. Hance, C. Chess and P. M. Sandman. New Jersey Department of Environmental Protection. 2
Elements of Risk Communication 1. 2. 3. 4. Establish dialogue early and continue through to resolution. Include the community in the decision-making process. Present accessible and clear information. Address uncertainties head on - communicate what is known and what is unknown. 5. Listen, acknowledge, and follow up on specific concerns. 6. Communicate the context for the risk to help audiences decide how to respond. 3
Key Aspect of Risk Communication § § § How Communities See Risk Build Trust and Credibility Release Information Effectively Interaction with Communities Explain Risk and Management Strategies NJDEP 1991 4
How Communities See Risk ACCEPTABLE § Voluntary risk § Individual control § Fair § Info from trusted sources § Morally right § Natural § Familiar § Assoc. w/ catastrophes UNACCEPTABLE § Imposed risk § Government control § Unfair § Info from strangers § Unethical practices § Artificial § Unfamiliar § Associated with daily life NJDEP 1991 5
Build Trust and Credibility Pay attention to and explain processes Involve the public early Listen to concerns Follow up with accurate information Only make promises you can keep Provide information that meets agency and public needs § Use local partners for support § § § Open access image NJDEP 1991 6
Release Information Effectively § Act - Don’t wait § Share what you know or don’t know § Beat the media § Talk procedures § Preliminary data § Release in context NJDEP 1991 Open access image 7
Interaction with Communities § Involve the public § Use appropriate forums § Communicating with many different audiences § Acknowledge and deal with values and feelings expressed § Respond personally § Choose appropriate speakers NJDEP 1991 Open access image 8
Explain Risk and Management Strategies § § § § Learn stakeholder concerns Learn how they receive information Understand stakeholder knowledge of the subject Use down to earth language Make sure graphics are understandable Acknowledge uncertainty Use risk comparisons carefully Provide background materials NJDEP 1991 Open access image 9
PFAS Risk Communication Challenges Toxicological/ Epidemiological Information Regulatory Fate and Transport Technical Risk Assessment ITRC Draft PFAS Technical Guidance discusses PFAS-specific risk communication Health Risks Analytical Ability 10
Risk Communication Plan Process Diagram Source: Modified from NJDEP 2014. Establishing Dialogue: Planning for Successful Environmental Management, K. Kirk Pflugh, J. Auer Shaw, B. B. Johnson; New Jersey Dept. of Environmental 11 Protection (Updated from 1992)
Identify the Issue and Profile § Establish a case record and clearly state issue § Identify key internal and external stakeholders § Determine available resources – time, staff, money, knowledge base § Compile data on the case § Profile the affected community § Review history § Establish core communication team NJDEP 2014 ITRC Draft Risk Communication Toolkit document includes guidance and suggested agenda for first internal communication team planning meeting. 12
Set Goals A goal is a “big picture” or ultimate impact desired for a project, issue or situation SMART Goals are… § § § Specific Measurable Achievable Realistic Timely Source: ITRC. 2011 b. Integrated DNAPL Site Strategy. 13
Identify Communities and Constraints § Key communities - those people with whom you need to establish a dialogue with and those who wish to talk with you u those who are or must be made aware of the issue, those affected by the problem, those affected by the solution, and the media § Constraints – barriers to communicating u remote locations, access to the internet, ability to attend engagement activities NJDEP 2014 14
Community and Stakeholder Assessment § Review media sources used in community § Use community partners § Discuss expected audience concerns with management team § If appropriate, make a few targeted and/or random contacts to determine audience knowledge, perception and concern about issue Chess et al. 1989 ITRC Draft Risk Communication Toolkit includes guidance on identification and assessment of target audiences. 15
Identify Key Messages § Accurate, timely information you want or need to share with audiences about the issue or case. § Linked to the case specific goal and addresses key points about the issue. § Create consistency in communications. ITRC Draft Risk Communication Toolkit includes message mapping guide. Chess et al. 1989 16
Stress and Messaging § People under stress often have difficulty hearing, understanding and remembering information. § They often lose as much as 80% of the information that is communicated to them. § They are often distrustful of others. § They often focus more on the negative than the positive. USEPA 2007. “Effective risk and Crisis Communication during Water Security Emergencies, 17 Summary Report of EPA Sponsored Message Mapping Workshop. ” EPA/600/R-07/027, March.
Message Mapping Tool § Starts with three key questions or pieces of information formed into a message § Is no more than 27 words § Takes no longer than 9 seconds to deliver § Provides three supporting statements linked to the three messages USEPA 2007 Draft Toolkit Plan template includes message mapping guide. 18
Rule of Three § Everything in threes Three key messages u Key message repeated three times u Each message supported by three supporting messages u USEPA 2007 19
Primacy/Recency § State the most important messages first and last In high stress situations, listeners tend to remember that which they hear first and last u Message that are in the middle of a list are often not heard or remembered. u USEPA 2007 20
27/9/3 § 27 words – the average length of a sound bite in the print media is 27 words § 9 seconds – the average duration of a sound bite in the broadcast media is 9 seconds § 3 messages – the average number of messages reported in both print and broadcast media is three USEPA 2007 21
Example of a Mapped Message § What are PFAS and why is the State concerned about them? Main message #1: PFAS are a family of man-made chemicals in many products used by consumers and industry. (15 words) Main message #2: PFAS are emerging contaminants of concern. (6 words) Main message #3: PFAS may adversely impact human health. (6 words) Draft Toolkit Plan template includes examples of PFAS-specific mapped messages. 22
Communication and Engagement Tools: Methods § A communication method is… the means by which you communicate with your audiences. § Selection of a method is based on your goal, how your audience finds or receives information (learned about in the audience assessment), and the nature of the issue. 23
Method Selection: What do you want to accomplish? § § § Receive information from affected people Give information to affected people Establish dialogue with community Summarize or update on progress Build consensus NJDEP 1989. “Alternatives to Public Hearing” by Kerry Kirk Pflugh and Suzanne Shannon, New 24 Jersey Department of Environmental Protection.
Method Types § § § § § Public meetings Focus groups Media Displays Conferences Workshops Availability sessions Surveys Social Media Websites NJDEP 1989 Open access images 25
Implement Strategy: Communication Task Planning § Develop a material and activity timeline u u List tasks to develop materials List activities used for communications § Use the questions below to plan u u u How long will tasks take to complete? What data needs to be shared and in what form? Who is responsible for each task? Who is the appropriate spokesperson? What constraints may emerge in completing tasks? How will the effort be evaluated? NJDEP 2014 26
Evaluate Systematically collect information about materials, activities, and outcomes of projects. Goal: § To assess what went well § What did not go well § How to improve effectiveness § Inform decisions about future programming www. coast. noaa. gov/digitalcoast/training/building-risk-communicationskills. html 27
Debrief and Follow-up § Meet with communication partners and/or team to determine: u u What were the results of outcome evaluation? How did ongoing evaluation inform or impact the goals and results? What follow-up is needed with the community? What ongoing support is needed if any? NJDEP 2014 28
Risk Communication Toolkit Contents SMART Goal Template Proposed agenda for first team meeting Samples of community engagement approaches Actor mapping tool Message mapping template Fact sheets and FAQs Guidance for Writing Analytical Results Summary Letters § Key points for communicating results § Guidance for Writing Press Releases § General guidelines, key points, release organization and template § Social Factors Vision Board § Medium for stakeholders to communicate their knowledge set, misperceptions, needs, concerns § § § § ITRC Draft Risk Communication Toolkit includes guides to engagement tools. 29
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